Hershey’s Chocolate World

In December, Hershey’s unwrapped their updated, brand-immersive flagship experience, in the heart of Times Square.  At 7,800 sq. ft., the store is nearly three times the size of Hershey’s original Times Square location. We worked with the beloved brand to create a destination where people of all ages can interact with every iconic Hershey brand and immerse themselves in all things chocolate. The store brings the Hershey’s legacy, rooted in Central Pennsylvania, to life both architecturally and narratively, through a unique mix of digital and analog displays.  The metaphor that emerged was “Hershey’s takes on the Big Apple” – celebrating all the charm and authenticity of the beloved brand and its Pennsylvania roots, while utilizing digital technology to bring the magic to life. 

Prominent graphic focals and digital displays visually draw guests through the store. Like the Hershey’s Incredible Candy Machine which draws customers with an over-scaled, dynamic diorama display of the New York City skyline. Again, blending the iconic New York skyline with the old-school-meets-new diorama display, continues to toe the line between classic and innovative. The S’mores Experience, a giant camper located at the back of the store serves up custom made “S’mores around the campfire”. Guests can relax, recharge and enjoy fresh, gooey s’mores all year round. With forest accents, blue-toned lighting, and an abstract, digital campfire, guests get the authentic feeling of camping outdoors – while right in the middle of Times Square.